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TEC-SYOB-OnlineMarketingOverview

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Terenure Enterprise Centre - Start Your Own Business Course - Online Marketing Overview with Case Studies

Terenure Enterprise Centre - Start Your Own Business Course - Online Marketing Overview with Case Studies

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  • 1. SYOB - Digital Marketing For Business
    Keith Feighery
  • 2. Summary
    Introductions
    The Changing Digital & Customer Landscape
    Online Marketing Strategy
    Content Marketing
    Social Marketing
    Online Marketing Tactics – PPC, SEO, Email
    Q & A
  • 3. Introductions
  • 4. Introduction
    Owner of Digital Insights
    Work with clients Developing Online Business Channels
    Lecturer with DIT in MA Digital Media Technologies
    Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT
    Work with university incubation centres – LINC and Synergy IT Colleges
    12 Years working in Software Industry
    Irish and International Companies
    Developed Online Retail Businesses
    www.BabaBeag.ie
    30,000 Customers over 50,000 Subscribers to email
  • 5. The Changing Digital Landscape
  • 6. Traditional Marketing Vs Social Engagement
  • 7.
  • 8. Where is everyone?
  • 9. Social Media Landscape
  • 10.
  • 11. Key Platforms for Customers
    Social/Professional Networks
    Facebook, LinkedIn(Main ones in US and Europe)
    Blogging/Micro-Blogging/Lifestreaming
    Wordpress, TypePad, Twitter, Posterous, Tumblr
    Video, Audio & Photo sharing
    YouTube, Vimeo, Blip etc..
    Flickr, Photobucket, TwitPic, YFrog
    Mobile
    Foursquare, Facebook, Twitter, Yelp
    Bookmarks/Sharing
    Delicious, StumbleUpon, Digg, Google Profils
  • 12. Online Marketing Strategies
  • 13. Businesses need to understand changes in digital landscape and customer behaviours and how this affects their businessOnce they understand THISThen they should implement digital marketing programme – not before
  • 14. Web Strategy
    • Have a clear and defined business objective for your web presence
    • 15. Sales, Information, Lead Gen, Build Awareness, Customer Retention
    • 16. Know exactly who your audience is – and where they reside digitally
    • 17. Develop a content strategy for your site and digital channels – that adds value for your customers
    • 18. Build relationships – not always selling
    • 19. Optimise and promote content across digital channels (web, social media, offline etc.)
  • Key Online Marketing Tactics
    Content & Inbound Marketing
    Social Marketing
    Pay Per Click Advertising (PPC)
    Search Engine Optimisation (SEO)
    Email Marketing
    Measurement and Analytics
  • 20. Content & Inbound Marketing
  • 21. Hubspot – Inbound Marketing Company view
  • 22. Outbound Vs Inbound Marketing Strategies
    Outbound marketing strategy:
    More traditional approach – can also be referred to as ‘push messaging’.
    Business decides on a particular message and pushes it out into the marketplace.
    Finds customers by building brand awareness through advertising and promotion.
    Inbound marketing strategy:
    New and emerging approach – can also be referred to as ‘pull messaging’.
    Business aims to be ‘get found’ by customers
    Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.
  • 23. Differentiated Digital Media Model
    Owned Media – such as website
    Paid Media – such as display ads
    Earned Media – such as viral campaign
  • 24. Owned Vs Paid Vs Earned Media
  • 25.
  • 26. Owned Media
    Areas to consider
  • 27. Leveraging Owned Media Assets
    Recognise the value in your owned media assets
    Websites, blogs, social profiles, digital conversations/interactions etc.
    Brands/Businesses becoming publishers media outlets
    No limits to what an organisation can publish online for the consumption of their constituencies
    Become trusted knowledge experts in your business or sphere of operations
    Establish trust and develop relationships with customers and prospects
    Be engaging, entertaining, educative, informative etc..
    Allow user participation and transparent engagement
  • 28. Various Types of Content
    TheContent and Digital Mediaon your Web site, otherMicrosites, Partner Sites etc..
    Whitepapers, Case Studies,Webinars, Podcasts
    Blog Posts,Reader Commentsand Reactions
    Tweets, Status Updates
    E-mail Newsletters
    Facebook posting, Updates, Interactions on Fan Pages
    Videos, Demos,Presentations, ScreencastsandCustom Animations
    Product/Service Reviews & Customer Testimonials
    Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.
  • 29. Content Marketing
    Characteristics of Success
    Understanding the informational needs of your customers
    Knowing how those informational needs mix with your marketing goals and objectives 
    Mapping content schedule to user profiles and buyer cycles
    Being consistent (content marketing is a marathon, not a sprint)
    Listen and continually evolve the program
    .
  • 30. Advantages of effective content
    Creates the means to be “findable” on the web
    Creates demand generation and awareness through publishing, distribution and “shareability”
    Creates a less-frictional way of converting prospects into sales
    When used in conjunction with lead management systems
    Helps build long-term relationships rather than one-off sales
    Creates ‘stickiness’ to your owned media assets (rather than to paid ones)
  • 31. Who creates the content?
    Internally
    Find employees who are knowledgeable and want to write
    Re-purpose content that has been created over time for different media
    Partners, customers and third party experts
    Publish whitepapers, webinars, eBooks, articles etc…with partners
    Customers
    If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..
    You can allow customers to make product recommendations – crowd sourcing
  • 32. Content Marketing: Success Vs Failure
    Characteristics of Failure
    Always selling, rather than informing and educating
    Not listening, thus not evolving the content program
    .
  • 33. Some Social Case Studies
  • 34. Cully & Sully
  • 35. Hairybaby
  • 36. Dazzledust
  • 37. Groupon – CityDeal.ie
  • 38. Ikea – Malmo
  • 39. The Good Mood Food Blog
  • 40. Kogi BBQ
  • 41. Blacknight
  • 42. Beaut.ie
  • 43. Social Platforms
  • 44. FacebookPages
  • 45. The Rise of Facebook
  • 46. Business Pages
  • 47. Irish Political Parties
  • 48. Charities & Not for Profit
  • 49. Bars - Facebook
  • 50. Twitter
  • 51. Twitter
    • Excellent B2B and B2C networking tool
    • 52. Great potential for building relationships
    • 53. Directly with customers
    • 54. Good examples Beaut.ie, Blacknight.ie, kogibbq
    • 55. Good listening tool
    • 56. What is being said about you and most importantly are you hearing it?
    • 57. Easy to engage with customers
    • 58. Reach out to them and resolve issues and improve service to them
    • 59. Opportunity to convey a personal dimension rather than marketing speak
    • 60. Has become mainstream over 2009/2010
    • 61. 1400% growth over past 12 months
  • Twitter Clients
  • 62. Small Biz
  • 63. Journalists
  • 64. Useful Resources
  • 65. Blogging
  • 66. Blogging
    Effective way of building community and improving SEO
    Common Blogging Platforms
    WordPress, Type Pad, Bloggers, Blogspot
    Excellent way of engaging with readers
    Inform followers what is of interest to you
    Can use an informal style
    Show human face of organisation
    Participate in wider conversations
    Leave comments, interact, generate interest, etc..
    Search Engines
    Love regularly updated content
    Now MNCs are encouraging employees to Blog and engage with social media
    IBM, Dell, Intel and Cisco
  • 67. Blogs
  • 68. Blogs
  • 69. Blogging Tips
    Connect to your most important keywords.
    Important for Search Engine Optimisation
    Grow the number of influential referral sites.
    Critical to get authoritative inbound links to your site
    Don’t forget the outbound links.
    Be generous with links to other blogs and websites and others will return the favor and build your traffic for you.
    Understand the location of your audience.
    Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.
    Measure endurance.
    Measure return visitor and length of time spent on site
  • 70. Blogging Tips cont.
    Find and nurture your VIPs.
    Make sure you respond to key people – thos who subsribe and comment
    Use Twitter for blog PR.
    If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.
    Use URL shorteners to gauge subject interest.
    UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets.
    Build cross-referencing across social media tools.
    No social media tool is an island. All tools should cross-reference each other – don’t necessarily re-publish the same content on each platform
    Embed and measure calls to action. If we can get people to a landing page, we should.
  • 71. Review Sites
  • 72. Yelp
  • 73. Yelp – Bars & Restaurants
  • 74. Photosites
  • 75. Photosharing Sites
  • 76. Video Sites
    YouTube, Vimeo, Blip.tv
  • 77. Video Sites
    • Very useful marketing tool
    • 78. Old Spice, Tippex, Blendtec etc..
    • 79. User-generated content
    • 80. Run competitions for customers to build content (see Pat The Baker example)
    • 81. Best Job in the World etc..
    • 82. Extending digital footprint and brand-building purposes
    • 83. Create engaging content, tag videos with keywords and distribute on a wide network
    • 84. Post all content and video blogs on your website and distribute on free video sharing sites
  • Video Sites
  • 85. LinkedIn
  • 86. Professional Networking
  • 87. Social Bookmarking, RSS and Sharing
  • 88. Social Bookmarking & RSS
    • Add Bookmark Buttons to sites
    • 89. Sociable, AddThis, Share are widely used
    • 90. Link all social profiles from website
    • 91. Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc.
    • 92. Ensure that RSS is enabled
    • 93. Feedburner, GoogleReader, MyYahoo, NetVibes
    • 94. Add rating and individual bookmark buttons
    • 95. Digg, Technorati, Reddit, StumbleUpon, Delicious
    • 96. Yahoo Pipes
    • 97. RSS and Lifestream aggregator
  • Bookmarking, Sharing & RSS
  • 98. Pre-requisites for Social Media
    • Essentials of a successful campaign
    • 99. Know your target audience
    • 100. Plan goals and aims of campaign
    • 101. Prepare internal organisation for impact of social media
    • 102. Identify stakeholders and task them with ownership
    • 103. Pick platforms and tools that relate to your identified audience
    • 104. Implement a pilot programme and monitor and analyse campaign progress
    • 105. Revise approach and campaign based on feedback
    • 106. Roll-out on different platforms and business areas incrementally
  • Implementing Social Media
    Benchmark existing stats
    Current site statistics - PPC and Organic Search
    Twitter followers, Facebook fans, Digg Links, existing traffic etc..
    Quantify ROI benchmarks – customer acquisition, advertising spend per channel
    Design and develop the campaign
    Decide on channels
    Stakeholders
    Expectations
    Pilots
    Revision points
    Monitoring process
    Engagement process
  • 107. Measuring Social Media
    • Traffic
    • 108. Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..
    • 109. Levels of Interaction
    • 110. Comments etc… - engaged customers are quality customers
    • 111. Sales
    • 112. Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
    • 113. Leads/Conversions
    • 114. If not possible to convert online – therefore create other measaurable conversions
    • 115. Links
    • 116. Video links – Tagged: YouTube, Vimeo, Blip.tv
    • 117. Blog Links – trackbacks, comments, direct references
    • 118. Digg Links
    • 119. Brand Metrics
    • 120. Positive Brand Associations
    • 121. Word of Mouth
    • 122. Brand Awareness
    • 123. Propensity to Buy
    • 124. Brand Recall
  • Online Marketing Tactics
    Search Engine Optimisation (SEO)
    Pay Per Click Advertising (PPC)
    Email Marketing
    Social Marketing Campaigns
    Key Performance Indicators (KPIs)
  • 125. Search Engine Optimisation
    (SEO)
  • 126. Top 5 Ranking Factors
    Keyword Focused Anchor Text from External Links
    73% very high importance
    External Link Popularity (quantity/quality of links)
    71% very high importance
    Diversity of Link Sources (links from many unique root domains)
    67% very high importance
    Keyword Use Anywhere in the Title Tag
    66% very high importance
    Trustworthiness of the Domain Based on Link Distance from Trusted Domains
    66% very high importance
  • 127. Next 5 Important Factors
    Keyword Use in Internal Link Anchor Text on the Page
    47% moderate importance
    Keyword Use in External Link Anchor Text on the Page
    46% moderate importance
    Keyword Use as the First Word(s) in the H1 Tag
    45% moderate importance
    Keyword Use in the First 50-100 Words on the Page
    45% moderate importance
    Keyword Use in the Subdomain Name
    42% low importance
    Keyword Use in the Page Name URL
    38% low importance
  • 128. Pay Per Click Advertising (PPC)
  • 129. PPC Introduction
    Analyse your specific market
    Use Keyword Tools
    Analyse your online and offline competitors
    Trellian.com, Google keywords tool
    Create the PPC accounts
    Google, Bing, Yahoo
    Divide the main account campaigns, Ad Groups and Ads (with targetted keywords)
    Enables highly targetted Ad Campaigns
    Create Longtail multi-word bids
    Over 60% searches use 3 or more words
    Set up a Conversion points and Track
    Adjust constantly to ensure optimisation
  • 130. PPC Tips
    Match your keywords to optimised and tested landing pages
    Ensure you optimise your Google "Quality Score”
    Based on CTR, relevancy of keywords, ads and landing pages
    High quality score means higher ranking with lower bid costs
    Tools and strategies to find the best PPC keywords
    Google Adwords Tool
    Wordstream
    Wordze
    WordTracker
    Write highly optimised and design ads to attract highly targeted clicks
    Make sure landing pages are relevant
    Repeat bid keywords in copy (they are bolded and increase CTR)
    Clear Calls to Action
    Dynamic Keyword Insertion
  • 131. Email Marketing
  • 132. Email Applications
  • 133. Best Practices of Email Marketing
    Create segmented targeted lists – NOT one size fits all
    Optimise and test subject lines, time of delivery, from addresses, email copy etc..
    Deliverability
    Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records
    Clear Calls to Action
    Ensure clear to customer what next step is
    Share with Social Network
    Make it easy to share email content with networks
  • 134. Best Practices of Email Marketing
    Organic Opt-in List Growth
    Don’t buy lists – when people unsubscribe – ensure they are
    Remind recipients why they are receiving mails
    Be relevant and provide value not marketing messages
    Frequency
    Think relevancy – ALWAYS be cognisant of SPAM
    Constantly Test
    Test Content, Images, Subject Line, Address, Calls to actions, placements, layout
    Template Design
    Fresh brand centric design
  • 135. Analysing
    Key Performance Indicators
  • 136. Measurement
    Key Performance Indicators
    Measures that help you understand how you are doing against your objectives.
    highlight success, or failures, for the objectives you have created for your organization
    Keywords: Measures – Objectives
    Objectives:
    Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,
  • 137. Online Key Performance Indicators
  • 138. Typical Trackable KPIs
    Number of Conversion
    Cost per Lead, Cost per Sale
    Bounce rates
    Returning visitors
    Recency Rates
    Abandonment rate
    Average order size (ecommerce apps)
    CPA / Customer Lifetime Value
    Average Revenue Per User
  • 139. Additional Metrics
    3rd Party Links – Partners, Referrals, Promotions, Affiliates
    New account sign-ups
    Article or press release views
    Newsletter signups
    Page views per session
    No. of site specific downloads – products, articles, whitepapers, podcasts
    No. of Webinar Views
  • 140. Questions & Answers
  • 141. Contact Details
    086 6070274
    www.linkedin.com/in/keithfeighery
    www.twitter.com/kfeighery
    www.faceboook.com/keith.feighery
    keith.feighery@digitalinsights.ie